Macons' Mantra Consolidation and Expansion

Mr. Dharmesh Surelia
"Macons has a wide range of products for construction industry and as a brand it has a vision to expand and create global presence in different countries of Europe, Middle East and Africa. Exporting many of its products for long, and now we are consolidating and expanding in manufacturing and marketing. We have targeted to reach Rs.500 crores turnover in next 4 - 5 years," says Mr. Dharmesh Surelia, Chairman & Managing Director, Macons in an interview with NBM&CW.

Please tell us in brief about Macons, its product range and quality control system adopted to deliver world-class products.
Self-loading Transit Mixer
Macons has a wide range of products related to Construction industry like Concrete Batching plants, Wet Mix Macadam plants, Self-loading Transit Mixer, Kerb making machines, Concrete Pavers etc. We, an ISO certified organization are adopting the stringent quality control systems for our products from raw material to finishing stage. Our products are tested at our workshop for all the parameters prior to being dispatched and hence, are being accepted worldwide for their Quality and Performance.

Focus on infrastructure development is propelling the demand for more innovative and technological needs. At the same time, rising input cost has put high pressure on equipment manufacturers. How is Macons dealing with this situation and maintaining its product range price competitiveness?
It is true, even though we are producing innovative products for better productivity and benefiting the customers, we as the OEM are unable to enjoy the benefits. As we are producing the equipment in volumes and improving on better production systems, we are able to manage and produce cost effective products.

What are the sales, after sales, and product supports being provided by the company?

Macons as a brand has a vision and set for itself a goal to expand and create a global presence. Keeping this in mind, we are now increasing our presence for sales, after sales and the availability of spare parts in all the major cities of India and overseas. Apart from that, we are also associating with new channel partners to increase our presence and to be more closer to our customers.

How does your company’s joint venture with M/s. DUMEC s.r.l Italy help to manufacture Self-loading Transit Mixers and Dumpers in Indian work? Are you vying for any other joint ventures/collaborations to introduce new and innovative products to the Indian market?
Self-loading Transit mixers
Macons as an organization has always believed in innovating new products and has introduced the concept of Mobile Batching Plants in India long ago and this was through a joint venture with M/s Intercon of Denmark. Now, we have extended this and added another company M/s. Dumec s.r.l. Italy to manufacture Self-loading Transit Mixers. We have started our commercial production of Self-loading Transit mixers as the demand for which is very positive. The booking order have been encouraging and in a short span of time, we have supplied mixers to more than 10 satisfied customers in different parts of the country. This success has opened up discussions with many other companies both from China and Europe. Companies from these countries have approached us for joint ventures for many related products. A final decision in this connection is still under considerations and we intend to finalize it in next couple of months.

Macons products have also gained acceptance in the overseas market. Is the company considering any other international market to export its products?
Macons already has its presence in different countries of Europe, Middle East and Africa and exporting many of its products for years and all are working satisfactorily for their customers. We are now consolidating this position by expanding our network both directly and through partners and increase our presence in these areas. We have set a high goal for ourselves in the next FY to make an impact in the global market.

Mobile Batching Plants

Is there any other expansion plan that Macons considering to take advantage of the emerging market opportunities in the wake of present infrastructure boom in the country and where do you see your company in next 4-5 years?
There are many plans for major expansions both in manufacturing sector and in marketing of certain products by representing global companies from Europe and China in India. We have already set a goal for Macons to reach `500 crores turnover in next 4 to 5 years.
NBMCW November 2010
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